Overview

The Arena Club, located in Bel Air, MD, is the real deal for getting your body and mind fit. The health club offers nearly anything you can think of: state-of-the-art fitness equipment, personal training sessions, a saltwater therapy pool, an elite indoor turf field, and over 85 group fitness classes. Not to mention, the Arena Club boasts the largest waterpark in Harford County!

As you can see, the Arena Club really has their stuff together when it comes to health, fitness, and fun. But, when it came to generating new leads through digital marketing, they wisely sought out some assistance.

TAC Pool

Discovery

The Arena Club realized that their website needed updating if they were going to bring in the desired membership numbers. Their goals for the website were as follows:

  • Increase the contact list through an optimized contact page
  • Lower the bounce rate
  • Clearly display membership options for visitors

The Arena Club’s measurement of success would be the number of new members gained from the online form. Another objective the Maryland fitness club wished to meet was 150 leads from the new website in a month. The DGA and Arena Club teams decided that ease-of-use would be the leading force in this project.

While paid traffic was being driven to the Arena Club website, these visitors weren’t turning into members. To bring in more qualified leads, the Arena Club provided DGA with a few buyer personas that they believed would be best to target. These included

  • Parents with young children
  • Parents of middle-school and high-school-age children
  • Avid exercisers
  • Baby boomers

To help these top qualifiers through the buyer’s journey, the Arena Club asked for easy-to-locate program schedules, membership benefits, and member registration forms. The gym also wanted to boost new campaigns that promoted kids’ activities and their sports performance program.

TAC Group Fitness

TAC Kids Camp

Building

After hearing all of the Arena Club’s objectives, the DGA team was ready to get our hands dirty! It wasn’t going to be a quick job, however. The Arena Club needed 60+ web pages to house all of the necessary content. Using our analyst’s reports, we were able to identify the type of content and the locations that users seemed to opt for.

The Arena Club Website on various devices.

Our content team ran through all of the Arena Club’s images, PDFs, videos, and contact forms with a fine-toothed comb. We kept the best of the best and optimized the rest.

TAC Membership Page

Trainer bios, class schedules, and other important contents were thoughtfully placed in the navigation according to category. Throughout the entire process of designing and placing content, we kept the Arena Club’s buyer personas in plain sight..

TAC Personal Training Page

Results

The Arena Club went for gold. And they got it. Some of their achievements include

81%

increase in visits to the contact page

13%

improvement of homepage bounce rate

97%

increase in social traffic

200%

increase in organic traffic to the membership page

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